Abstract:
Abstract
Purpose – This study aims to delve into the influence of corporate social responsibility on the corporate
brand performance of Indian business-to-business (B2B) companies.
Design/methodology/approach – The corporate social responsibility (CSR) practices have been
measured through CSR disclosure index (CDI), generated by surveying annual reports/CSR reports/websites
of 131 Indian B2B firms. The same was mapped to corporate brand performance of these firms, measured as
customer-based corporate brand equity, which was measured through a questionnaire-survey of purchasing
managers and users working in firms that are customers to the above-mentioned firms.
Findings – The result reveals the positive influence of CSR practices in shoring up corporate brand
performance.
Research limitations/implications – CDI has been developed based on CSR reporting across the
stakeholder groups. However, the impact has been mapped onto one stakeholder category, the customer. The
sample period was only one year, and the data is cross-sectional. Future studies may investigate the long-term
effect of CSR using longitudinal data on larger data sets.
Practical implications – This study will encourage Indian B2B firms to practice CSR not only for
conforming to the regulatory requirements but also as a strategic tool in strengthening the competitive
advantage.
Originality/value – It is the first study of its kind to evaluate the imprint of corporate social responsibility,
measured based on CSR reporting by firms, on corporate brand performance. It looks into the return earned
by firms from the resources invested in CSR activities